SABI 2025 Wrap Up
I had every intention of writing this in December, but the end of the year had other plans. I wouldn’t quite call it burnout… though sickness and silence might say otherwise. Over Christmas I stepped back, properly rested, and was reminded (once again) that rest doesn’t set you back - it makes you stronger.
2025 was the most eventful year of my life thus far, professionally and personally. I reached new milestones, worked with some truly incredible people, and quietly ticked off goals I’d been working toward for years. Behind the scenes, my personal life demanded just as much - hard conversations, necessary endings, and moments that reshaped me. If 2025 was the year of the snake, what a sheddddd that was.
I’m incredibly proud of how I showed up this year, and deeply grateful for my support system - my friends, Jack, and my family. My word for the year was thrive, and that is absolutely how I’d sum up SABI’s year! A character-building year, to say the least… but before I take this too far off-track from the business wrap-up you’re here for, here’s a look back at the highlights of 2025.
HONOURABLE MENTIONS
+ Completed 74 photoshoots with 33 clients - 21 of them new. Thank you to everyone who recommends me, or mentions me in rooms I’m not in. And to the 12 clients who booked multiple shoots this year - thank you for trusting me again and again.
+ Made my first podcast cameo, chatting about my business journey with the gorgeous Hayleigh from Girls Gotta Work.
+ Expanded the SABI team. After a month of finding the right fit, I found an incredible contracted editing assistant. So when I say “we”, it finally feels right.
+ Strengthened my black book of trusted contractors out of necessity - aerial specialists, advanced editors, content creators, stylists and strategists.
+ Short-form videography has been a core offering. In 2025, it was included in 90% of shoots (up from 55% this time last year).
+ Flew to Sydney 3x and Queenstown for work. Very grateful!
+ In years 1 and 2 of business, I had a list of dream brands - big names with strong presence. In year 3, my focus shifted to alignment: feeling valued, part of a team, and genuinely connected to the work. The shift in clients this year has been profound with regular bookings, feeling part of the team (Xmas party included!), and referrals - it’s meant everything.
+ Upskilled myself: Attended a Frame Her Collective workshop to shoot with models, did a 2 day lighting workshop with Mathew Stott.
+ Had 2x 1:1 upskilling sessions with other photographers.
+ A reminder I don’t always give myself enough credit for: I’m earning more than I ever did working for an employer - two years in a row. From moving countries 3 years ago (in 2 days), and starting with 0 clients, travelling back to NZ 3x this year and taking the most sick leave I ever have (not cool, but still being able to pay myself cool). Well worth a mention!
+ Networking was a huge driver for my business in the first two years - In 2024 alone, I went to 18 events and hosted 2 of my own. This year, I slowed down: 3 events attended, 1 collab-hosted. In 2026, I’m making space for more connection… and bringing back another SABI social event.
LOOKING FORWARD
As I move into 2026, I’m doing so with a clearer sense of self and a deeper trust in how the SABI team and I work best. I’m prioritising projects and people that feel aligned, allowing more space for creativity, rest, and community, and continuing to refine my craft in ways that feel meaningful rather than rushed. I want SABI to remain a place of considered work, genuine connections, and sustainable growth - where the process is just as important as the outcome. This year, I’m bringing back the Capturing the Journey of Design campaign, working with more brands to capture not only the end result, making time for networking events that fill my cup, and finally booking that holiday.
And that’s a wrap on 2025.
To everyone who’s trusted me with their work, cheered me on, or shared a moment along the way - thank you. Here’s to taking the lessons, the wins, and the moments that matter with us into 2026.
With love and gratitude,
Sam x
For a peek of 2024’s wrap up, visit the blog post here.
Keep an eye out on Instagram for the visual BTS of the year.